If you’re looking for meaningful engagement from U.S. Navy leaders on Twitter, you’re going to be disappointed.
A cursory search will reveal that several fleets, commands, task forces, and ships have established accounts. But their content is lackluster; generally just public affairs officer (PAO) glamor shots accompanied by quotes about #lethality, and some ships’ accounts have not posted anything in a year or more. The Navy’s professional military education online community seems to lack energy, and few senior officers are part of the conversation. With a few notable exceptions, the Navy is far behind the Army in adapting to new avenues for mentorship and furthering professional military education (PME).
The only Navy flag officers I can find on Twitter are Vice Admiral Raquel Bono (@DHADirector), director of the Defense Health Agency, and Chief of Naval Operations Admiral John Richardson (@CNORichardson). In contrast, at least 14 Army general officers have Twitter accounts. The commander of U.S. Forces Korea, Major General Robert Abrams (@dogfacesoldier) and the Deputy Commanding General of 8th Army (@PatDonahoeArmy) have been on Twitter since 2009 and regularly use the platform to engage with both military personnel and civilians on a wide range of topics, including the profession of arms and issues facing their service. The Army and Air Force boast a lively Twitter lyceum, with junior and senior members of both the officer and enlisted ranks taking part in a sprawling debate, often associated with articles and topics raised by organizations like The Strategy Bridge (founded by an Army officer), and the Army’s general officers are participating.
At least 12 other US Army general officers are on Twitter, including @FbMagurn @MatthewWagenen @EricWesleyArmy @Blackhawk_6 @fortjacksoncg @CG_ArmyROTC @MG_SmithT @Malcolm_Frost @MGWaltLord @2Warrior6 @MarneCG @TFBayonet6 @MG_SmithT.
It pains my heart to say it, but the U.S. Coast Guard’s flag officers are more engaged than the Navy’s. Both the Commandant and Vice Commandant of the Coast Guard have active accounts that regularly and actively engage with their service. During the recent government shutdown, the Commandant, Admiral Charles Ray, used Twitter to express solidarity with his service, provide information, and to publicly (and respectfully) express his displeasure with the situation. Again, in contrast, some Navy leaders do have active accounts, but the content obviously is generated by a PAO and feels about as authentic as the emails I get about my distant relative who died while trying to dispose of his considerable fortune in Nigeria. The Commandant’s account shows a number of responses to other Twitter users and active engagement, while the CNO’s does not.
This is not to say that there isn’t a lively sea-power community on Twitter—there is. It’s just that its members largely are academics and former Navy, with a smattering of active-duty personnel. While that’s healthy and enriches the debate on sea power, it doesn’t provide the sense of community inside the Navy or foster a connection between the service and fleet-level leaders and their junior personnel. It’s a lost opportunity for mentorship and professional military education at a time when the Navy needs it most.
Twitter offers Navy leaders an unparalleled platform for making the case for U.S. sea power to the American public as well. How does U.S. sea power affect the lives of Americans living in Idaho? Why do we need a 355-ship navy? Why do we need a navy at all? Instead, the official U.S. Navy account is telling the public that the #FirstDayofSpring means the Navy has more ways of “administering #NavyLethality and maintaining #NavyReadiness. I’ve spent more than a decade in the Navy between active duty and the reserve, and this is the first I’m hearing about the spring solstice’s impact on readiness. Instead, tell the American public, 280 characters at a time, how their tax dollars are working for them. Spell out the connection between a strong U.S. Navy and a strong U.S. economy. Bryan McGrath (@conswahoo), a noted proponent of sea power (and bad sports teams), embarked on a series of talks advocating for the importance of U.S. sea power in 2017, why can’t the Navy advocate for itself this way to the entire nation?
Navy leadership should not be press-ganged onto Twitter. But they should know how to use it and understand why it matters. Admirals, take the opportunity to share your thoughts, not your PAO’s talking points. Tell your sailors what those books on your reading list mean to you, talk about the things you want them to be studying without using an idiom or a buzzword. Make the Navy’s case to the nation, and show how Americans’ investment in a strong Navy benefits Americans. Aloof, imposing, and unengaged isn’t the leadership model in 2019 and if the Navy isn’t willing to engage its sailors on their terms—and on a public platform—they will continue to watch sailors head for the exits at a time when we need them the most.
Social media, when used effectively, presents unequaled opportunities for you to share our Navy’s story in an authentic, transparent and rapid manner while building richer, more substantive relationships with people you may not have reached through traditional communication channels. Social media has also led to new, creative ways and places to quickly and directly tell your command’s story. Don’t be afraid to try something different.
